TO STUDY THE INFLUENCE OF OTT SUBSCRIPTION PRICING STRATEGIES ON BINGE- WATCHING BEHAVIOUR AMONG GENERATION Z VIEWERS

The rapid growth of Over-The-Top (OTT) platforms has significantly transformed media consumption patterns, particularly among Generation Z viewers. One of the most prominent behavioural outcomes of this transformation is binge-watching, characterized by continuous viewing of multiple episodes in a single sitting. This research seeks to explore how OTT subscription pricing strategies affect binge-watching habits in Generation Z audiences. The research employs a descriptive and analytical design and relies on primary data gathered via a structured questionnaire from 100 respondents. The findings reveal that pricing strategies such as affordability, perceived value, and flexibility significantly influence viewing behaviour. Subscription-based models, especially those offering unlimited access, encourage prolonged viewing sessions as users attempt to maximize value for money. The study concludes that hat pricing is not just a cost element but a vital behavioural factor affecting content consumption trends. The finding provide valuable guidance for OTT platforms in creating successful pricing strategies to improve user engagement.